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Launching the UHS employer brand

We’ve been working with University Hospital Southampton, an NHS Foundation Trust, since May 2021. We were asked to create an insight-led employee value proposition and support with the employer brand launch & roll out across Southampton. We wanted to create something tangible, which would really make a difference to the Trust, an organisation that makes a positive, sometimes life-changing impact on over 1.9 million people’s lives.

Our objective

To position UHS as one of the most progressive, inclusive and innovative NHS Trusts in the U.K. To attract, engage and retain world-class talent by building their reputation as a destination employer locally, regionally and internationally, particularly amongst under-represented groups.

Our approach

We needed to understand, define and articulate the UHS employment proposition and create an employer brand which felt authentic and relevant to UHS employees and stood out from other NHS Trusts. In turn, enabling them to attract and retain the best talent from both the UK and abroad, with a broad range of backgrounds and specialisms.Our approach had four distinct stages:

1) Insights and research (including stakeholder and employee interviews).

2) EVP and supporting pillar development.

3) Designing the look and feel of the employer brand and creating a suite of assets for the campaign roll out.

4) Writing a messaging matrix that would speak to the broad audience groups at UHS in a bespoke way and adapting the suite of assets depending on the audience we were speaking too.

We also attended and directed an on-site photoshoot to gather a suite of stylised photography, appropriate for use across the brand collateral.

Final deliverables included:

  • Employee photoshoot
  • Employer brand guidelines
  • Social media assets
  • Comms templates
  • In-hospital collateral
  • MS Teams backgrounds

The results

We provided UHS with a usable and sustainable solution. They wanted an employer brand that their internal team could easily adapt and change given the fast paced, ever changing needs of the Trust. The creative was deliberately designed to be simple and clean for this purpose and the employer brand guidelines provide a solid foundation for them to refer back to, so that everything created going forward remains consistent.

We have already run recruitment campaigns across Southampton, targeting specific roles within the area by simply tweaking the copy and imagery used.

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